Mobile Case Study: Marks and Spencer 2D barcode

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December 18, 2009

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1 minute

Marks and Spencer wanted to show that they were a cutting edge retailer and worked with Incentivated to inform customers about the provenance of their products and promote their daily “food to go” offers.

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Anne Tucker Anne Tucker has been in the media and advertising industry since 2001. Currently heading up the research division at Mediatel, she has held roles across the company overseeing data, news and AV. Before joining Mediatel in 2005, she was Research Manager at The Allmond Partnership media agency, having spent several years prior to that in retail and change management.

Client: Marks and Spencer

Medium: M&S were the first UK retailer to introduce on-pack mobile barcodes, called 2D datamatrix codes. Instructions for use were put on the freshly squeezed orange juice, and shoppers were encourage to scan the code with their mobile phone’s camera. Scanning the barcode linked through to a WAPsite (mands.mobi/ftg) which contained product information and daily changing content such as money off vouchers.

Conclusion: By being the first UK retailer to use the codes, Marks and Spencer’s showed themselves to be cutting-edge as well as offering a new way for customers to obtain information and offers from the brand.

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